Domestic sales volume of microbrew products in Japan FY 2015-2018

In fiscal year 2018, the domestic sales volume of beer-like beverages produced by microbreweries in Japan amounted to just below 32 thousand kiloliters. This represents a slight decrease from about 32.5 thousand kiloliters in the previous year.

Microbrewers in Japan

As the Japanese beer market is dominated by the leading manufacturers Asahi, Suntory, Sapporo, and Kirin, microbreweries entering the market are predominantly producing beer and low-malt beer (happoshu) as a side business. Nonetheless, the number of microbrewers grew slightly in recent years, targeting domestic consumers and foreign tourists through local restaurants and food services at entertainment facilities like amusement parks. Even though small side businesses are unable to keep up with the high production capacity of commercial leaders, craft production showed a steady upward trend as consumer interest in the variety of flavors is growing.

Beer-like beverages

Beer and beer-like beverages in Japan are categorized according to their malt content. Similarly, craft brews are also separated according to their malt content and ingredients. General craft beer with a malt content of 50 percent or more accounts for the majority of domestic sales with close to 30 thousand kiloliters. On the other hand, happoshu-style craft beer with a lower malt content and additives like fruits, herbs, and other flavoring substances are showing a decline in sales following tax hikes on happoshu in 2018.